'The triangulation of the fashion-and-beauty PR industry: An investigation into changing relationships, and their impacts upon future business models.'
Abstract
With the relentless advancement of digital technology, it is important to understand how this digital-domination has impacted the media landscape and the relationships between PR, the press and the consumer, thus challenging the triangulation of the traditional business model. The understanding of industries affiliated within the practice of public relations, such as print media and influencer marketing is particularly salient in existing literature. However, a gap was identified to develop further research into how these sub-industries have impacted the consumer PR business model, and how the digital era has influenced a considerable shift in the prioritisation of relationships, specifically related to the fashion-and-beauty industry.
Findings
The findings of this study prove how much the PR industry values its relationships with journalists and its publics and how the strength of these have the ability to determine the overall prosperity of PR activity. The introduction of direct-to-consumer communication through influencers has altered the strategic planning of PR activations, and questions the significance of traditional print media in PR objectives. In view of this, the demise of mainstream print media is clear, however, contrary to popular belief, the study shows that participants consider that the media landscape is diversifying, and the development of independent magazines is reflective of this, thus facilitating the demand for a tangible product.
Recommendations
In response to these findings, changes in the consumption of media is apparent, therefore the researcher recommends the discipline of PR should adopt a more proactive approach in innovating its conventional business model. The rise of independent magazines cannot be ignored and it is clear that there is an opportunity for PR to exploit their platform. Developing upon this, micro-influencers also defy common culture, their work is recognised as more authentic by the consumer than that of macro-influencers and therefore smaller social media personalities should be capitalised upon by the PR industry. To establish and further develop relationships, the practice of PR should concentrate on short-lead, intimate activations in order to maximise its success. In order to accommodate diversifying needs, the PR industry should broaden its areas of expertise by extending its services to increase the scope of profitability and transform the archaic structure of the traditional business model.
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